Journey-Mapping Your Customer Experience Design (Half Day) | School of Marketing | ANA

Journey-Mapping Your Customer Experience Design (Half Day)

(Half Day Workshop)

In a world where commoditization is the norm, differentiation is key. The kind of differentiation customers will notice doesn’t come from what you say, it comes more from what you do. Customer Experience is a new discipline that helps you figure out what to differentiate and how to do it in a way that benefits your customers and your bottom line at the same time.

More than any other factor, your brand’s customer experience will determine whether you thrive and profit or struggle and fade. There is a strong business case for improving the customer experience especially when it leads to increased retention and referrals. According to Gartner, a 5 percent increase in retention can boost profits by 25 percent to 125 percent.

In this workshop, you will learn the essential skill of journey mapping, which is the foundation of all differentiated customer experience design. This workshop is an excerpt of the ANA full day workshop “Building Differentiation through Customer Experience Design."

Who Is This Workshop For?

This workshop is geared for participants who want a step-by-step approach to journey mapping. It is designed for both B2B and B2C, for individuals with the authority to initiate change across their organization and for those responsible for realizing results. Participants will learn from best-in-class examples and hands-on journey mapping exercises. Everyone will leave with actionable strategies to improve the customer experience.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving customer retention.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to determine the attributes customers most value  
  • How to develop a high-level customer journey

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to understand the different touchpoints in the customer journey

This workshop helps attendees improve customer retention by teaching them:

  • Learning how to measure and manage customer loyalty and ways to reduce defection

Download the full agenda here


  • Stan Phelps

    Stan Phelps, CSP® is the founder of, a consultancy that works with organizations to win the hearts of their customers and employees. He is also a TEDx Speaker, the author of 18 books, and a former Forbes contributor. His work today is focused on the value of customer experience as a competitive differentiator and the importance of employee engagement in building a strong corporate culture.